Consumer Behavior: Building Market Strategy

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9780071315128: Consumer Behavior: Building Market Strategy
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Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

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About the Author:

Del I. Hawkins BBA, MBA, PhD

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University’s Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.

Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

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Book Description Condition: New. Publisher/Verlag: McGraw-Hill Higher Education | Building Marketing Strategy. International Student Edition | Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application. | Part I. IntroductionChapter 1. IntroductionPart II. External InfluencesChapter 2. Cross-cultural Variations in Consumer BehaviorChapter 3. The Changing American Society: ValuesChapter 4. The Changing American Society: DemographicsChapter 5. The Changing American Society: SubculturesChapter 6. The American Society: Family and HouseholdsChapter 7. Group Influence on Consumer BehaviorPart III. Internal InfluencesChapter 8. PerceptionChapter 9. Cross-cultural Variations in Consumer BehaviorChapter 10. Motivation, Personality, and EmotionChapter 11. Attitudes and Influencing AttitudesChapter 12. Self-Concept and LifestylePart IV. Consumer Decision ProcessChapter 13. Situational InfluencesChapter 14. Consumer Decision Process and Problem RecognitionChapter 15. Information SearchChapter 16. Alternative Evaluation and SelectionChapter 17. Outlet Selection and PurchaseChapter 18. Post-Purchase Processes, CustomerSatisfaction, and Customer CommitmentPart V. Organizations as ConsumersChapter 19. Organizational and Buyer BehaviorChapter 20. Marketing Regulation and Consumer Behavior | Format: Paperback | Language/Sprache: english | 1377 gr | 832 pp. Seller Inventory # K9780071315128

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